In many ways, electric vehicles today are where mobile phones were in the early 2000s.
It’s December 2002. Mobile phones have entered the market, but the average Indian is still pretty sceptical. Cell phone connections are patchy and more importantly expensive. Devices themselves were unwieldy, limited and again…expensive. Basic services like sending a text, or a voice mail, or call waiting were considered ‘add-on services’ and they needed to be purchased separately.
So most people thought it just wasn’t worth the investment. That was until Reliance came in and changed everything. Back then, Mukesh Ambani launched Infocomm. The idea was to make telephone calls in India as cheap as sending a postcard. And it worked. Slowly, as costs started to drop, more and more people saw sense in adopting mobile phones, and eventually abandoning landlines altogether.
This episode is by no means a history lesson. But that context was important. Because India is almost exactly where it was back then. Except, the device they are on the fence about is now electric vehicles. And the company in question now is JSW MG Motor. Funnily enough, the solutions that JSW is coming up with are eerily similar to the Reliance strategy back then.
It's biggest proposition? A subscription plan for your EV battery.
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